One of the great challenges that an online-store faces is to improve the quality of its sales. When we talk about the quality of a sale, we talk about boosting the average checkout value. In fact, this has been a great concern for any type of business, not just eCommerce. However, in an environment in which there is neither interaction nor personal treatment, it is necessary to contemplate the formulas that allow an increase of up-sales in the online shopping cart.
Regarding techniques to persuade users to add products to their basket, there are thousands and thousands of written articles. However, few actually focus on the really practical way of how to achieve it. You are probably aware of those that offer related products (more typical of cross selling), showing a selection of products other users purchased or by taking advantage of the step towards the check-out to show current promotions and showcase certain stock items.
Here we are going to tell you how you can put into practice these classic tips and hook more sales from your customers and increasing your online-store’s profit margin.
1. Don’t forget email marketing. Your email channel can be your best tool to get better sales from your online-store. The proposal is divided into two possibilities: propose novelties after making the main purchase or to impact the user who leaves without them. This can also be considered almost a recovery action, but the truth is that these email marketing communications can help you to achieve multiple objectives. When carrying out the proposal to purchase new products, the user acquires the impression of care and personalisation, which is so required these days. The recommendation should be well thought out and adjust to that specific users tastes and values. In addition, the fact that we offer a better service, even if it is more expensive, will be aligned with the long-awaited, and prized, exclusivity that is required in an increasingly broad market.
2. Sell packs. In many cases, the user is not receptive to the acquisition of a higher value product, either because of its price or because precisely the relationship between the increase in cost over benefits are not perceived as interesting or improved. In these cases, the proposal of product-packs is favourable to convince that the choice of a product is, basically, superior. This strategy can coexist with cross-selling strategies perfectly. The key is to find the correct presentation before the purchaser clicks. For example, at the step just before going to the shopping basket, an action that, in general, directly precedes the transaction (sales signal). Of course, in this case we must take into account the discount that is going to apply to the pack, since it has to reach the minimum profit margins of the eCommerce while still being interesting enough for the user.
3. Focus your branding on premium. What is up-selling? Is it not selling a product of a higher category? And if it is usually more expensive, how do you make the user want it for himself? We talked on another occasion about how the luxury sector is one of those that will always have a guaranteed future: expensive and exclusive sells. If we transfer this to an ordinary service, it does not seem unreasonable that the precise cornerstone of a manufacturers branding strategy is its premium product range. In this way, a natural sensation is created around its characteristics that will make its exclusivity become its best asset. It is clear that when a brand is already forged, this technique is more difficult to carry out, but there are many cases in which finally the high-end subdivisions of some products triumph much more than the original product.
As a good seller, you will know that the most difficult thing is not to get a customer, but to keep them. Hence, this part regarding retention, repeat purchase, and loyalty is, in most cases, the most arduous. However, we encourage you to try some of these different tactics to improve the sales conversion of your online-store and increase your income through up-selling.